Retailers are trying to “reinvent” holiday cheer in the middle of a pandemic. With fewer social gatherings and events, and many consumers still quarantining at home, the pandemic has forced brands to rethink “every cornerstone of the holiday season.” Some retailers have opted to make traditions like visiting Santa virtual this year, and moments of joy will be more craved than ever so “magic is going to be created from innovation.” There is a high possibility that some consumers will “lean heavily” into holiday cheer to “make up for this year.” Brands could also benefit from some using savings from less traveling and dining out to “beef up holiday presents,” or the “‘what the hell’ effect” (being so stressed from the last seven months that you spend anything to have a good holiday and figure it out later). (Marketing Dive)
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